La dolce vita

Ristorante is the number two frozen pizza brand in Ireland with a 14.8% market share

Italian foods have continued to record growth across a number of segments despite the current challenging economic climate; reinforcing this category’s status as one no retailer can afford to marginalise on their store plannogram, writes Gillian Hamill

Brand Central

19 July 2011

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At a glance: ITALIAN FOODS

Pizza claims the largest share (23.5%) of the frozen food category (excluding ice cream)*
The most popular pizza flavours are cheese, pepperoni and chicken
In a survey by field management experts FMI for ShelfLife, 65% of retailers said pizza was the best-selling frozen food product in the last year
Ristorante is the number two frozen pizza brand in Ireland with a 14.8% market share*
The thin and crispy category is the largest within frozen pizza with a 49.6% share, worth over €25m and growing at +1.7% versus last year*
Ristorante is the number two brand within the thin and crispy pizza category, with 29.4% market share and growing at +3.2% versus last year*

*(Source: Nielsen Value Share MAT 52 w/e 15 May 2011)

In the dried pasta category, Roma has a leading market share of 36%, which is 34% more than its leading branded competitor (Source: Nielsen MAT Pasta Nov 2010)
Dolmio now holds over 80% of the fast-growing lasagne kits segment
Dolmio from Mars is Ireland’s leading pasta sauce brand with 67% market share and continues to grow at +2%, fuelling growth in the overall pasta sauce category

Italian food has always been an attractive proposition for consumers, as a result of the convenience and ease it offers at mealtimes. Even novice chefs can whip up a tasty and nutritious meal, with both limited time and effort and a cash-strapped budget. The statistics show Italian cuisine’s convenience and value credentials have certainly borne fruit for retailers during recessionary times.

Frozen pizza currently claims the largest share (23.5%) of the frozen food category excluding ice cream.* A recent survey of 100 retailers, conducted by field management experts FMI for ShelfLife, also found that 65% of respondents said pizza was their best-selling frozen food in the past year. The pizza market shows no signs of flagging moreover, with the thin and crispy pizza segment currently leading the way in driving category growth. In fact this segment is the largest within the frozen pizza category. It currently holds a 49.6% share of the category, is worth over €25m and is growing at +1.7% versus last year *(Source: Nielsen Value Share MAT 52 w/e 15 May 2011). Pasta and pasta sauces continue to remain a perennial favourite for consumers moreover, with new product development boosting branded sales within these sectors.

The real pizzeria taste

Irish consumers love the real Italian pizzeria experience that is often promised but rarely delivered. Ristorante delivers the authentic Italian pizzeria taste and premium quality straight into the homes of Irish consumers.

Inspired by authentic Italian recipes, Ristorante offers a true pizzeria taste with a thin and crispy base and tasty toppings. With the addition of two new flavours in 2011 – Pepperoni Salame and Vegetale – Ristorante pizza has a flavour to suit all tastes and is as delicious as it is convenient.

For Irish consumers, pizza is the ultimate convenience food and a popular main shop or top-up purchase; the most popular flavours being cheese, pepperoni and chicken. With the largest share (23.5%)* of the frozen food category (excluding ice cream), pizza is a must-stock item for retailers. In fact, according to field management experts, FMI**, 65% of retailers said pizza was the best-selling frozen food product in the last year. As a destination shop, pizza continues to buck the trend compared to other categories in the downturn, remaining buoyant and an important category for growth.

Ristorante is the number two frozen pizza brand in Ireland with a 14.8% market share.* The thin and crispy category is the largest within frozen pizza with a 49.6% share, worth over €25m and growing at +1.7% versus last year.* Ristorante is the number two brand within this category, with 29.4% market share and growing at +3.2% versus last year.*

Caroline Burton, marketing manager at Dr. Oetker Ireland says: “Dr. Oetker has been the biggest spender within frozen pizza this year to date and we’re looking forward to bringing our pizzeria taste campaign to life through an exciting mix of TV and innovative digital, PR, promotions and experiential events in the coming months.”

*Source: Nielsen Value Share MAT 52 w/e 15 May 2011
**Source: ShelfLife April 2011

Cooking up notable successes

Roma, which was founded in 1958, has a large portfolio including pasta, tomatoes, olive oils, pasta sauces, rice, passatas, puree and antipastos. The brand’s focus on providing these quality, affordable Italian food ingredients and meal solutions has been central to its success to date.

This success is most evident in the dried pasta category where Roma enjoys a leading market share of 36%*, which is 34% more than its leading branded competitor. Today, pasta is the world’s favourite food, and Roma continues to support Irish Italian food lovers with its ever growing range of authentic ingredients.

Roma has introduced several successful launches in the past six months with Penne Lisce, Tortiglioni, Linguine and the new-size Penne and Fusilli 2kg supporting the growth in the category. And with new products such as Gluten Free pasta, Egg Spaghetti and Egg Tagliatelle, Roma will continue to launch new products to match different tastes and diets.

* Source: Nielsen MAT Pasta Nov 2010

Adding a touch of Italy to mealtimes

Eating healthily, at a reasonable price, is still a consumer priority. The Giovanni Di Firenze olive range fits this market perfectly with a full range of flavours and stuffings including: Feta, Garlic, Pesto and Italian Spices. Giovanni Di Firenze Olives are loaded with healthy monosaturates and are ideal for use in summer salads.

Giovanni Di Frienze has been bringing the best of authentic Mediterranean food to Ireland for the past decade including pizza, balsamic vinegar, olive oil, fresh breads and ready meals. The brand is perhaps best known for its top selling range of attractive spice grinders which add a touch of Italy to each and every meal – the range includes: Four Seasons Pepper Corns, Black Pepper, Mediterranean Sea Salt, Garlic and Chilli. For more information on GDF products, contact your Boyne Valley Rep or call 041 9870300.

Research supports new Flatbread concept

Armed with consumer insight and market analysis, Goodfella’s has brought the next generation of thin base to market. The idea of Goodfella’s Flatbread pizza first emerged from analysis of consumer data where it was apparent that an increasing number of consumers were moving to thin base pizza. Quite quickly it became apparent that a pizza with an ultra thin base was an idea that consumers found really appealing.

Inspiration for an ultra thin pizza came from a review of the US. Flatbread pizza was taking the US by storm. More importantly, this was an ultra thin pizza that resembled what the UK and ROI consumers had been asking for.

It was time to take Flatbread into consumer research. As expected the Flatbread concept researched positively with strong appeal across a broad spectrum of consumers.

The range consists of four variants Margherita, Pepperoni, Chicken and Ham & Mushroom.

The entire Dolmio Bolognese range was re-launched earlier this year and now contains only 100% natural ingredients

Dolmio fuels growth

Dolmio from Mars is Ireland’s leading pasta sauce brand with 67% market share and continues to grow at +2%, fuelling growth in the category overall. Dolmio owes its success to the strength of its extensive portfolio, which provides consumers with a wide range of nutritious, tasty and easy-to-prepare pasta sauces.

Bolognese sauces are at the core of the Dolmio brand. The entire Dolmio Bolognese range was re-launched earlier this year and now contains only 100% natural ingredients. Meanwhile, Dolmio Lasagne meal kits have driven growth in the lasagne category very successfully – Dolmio now has over 80% of the fast-growing lasagne segment.

The premium segment of the Italian sauce market has grown significantly over the last number of years and Dolmio has responded to consumer needs and changing trends by introducing a range of premium, ready-made pasta sauces, such as Dolmio Stir Ins and Dolmio Taste of Italy.

Offering a complete meal solution in a matter of minutes, Dolmio Express is perfect for those occasions when consumers want a quick and easy to prepare meal, without compromising on taste or nutrition. The Dolmio Express range consists of a wide choice of pasta sauces and pasta.

The Dolmio range also includes an innovative range of microwaveable pasta and pasta sauces for kids. The My Dolmio range offers a complete meal solution for parents who struggle to find convenient, healthy food that children will also enjoy.

The entire Dolmio brand continues to be supported with heavyweight TV and other media through the year, using the highly successful puppet campaign which has become a firmly established favourite with Irish families.

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